What is packaging design?

I read The Design Handbook, What is Packaging Design by Giles Calver as packaging design is something which interests me but is a subject I don't really know a lot about. The book begins with packaging design issues including market positioning, sector behaviour, legislation and environmental considerations, then goes on to discuss packaging practicalities including materials, types of packaging, colour and imagery. Each section is briefly described within a few pages with examples and images making the book easy to follow allowing the reader to understand the basics without getting into too much confusing detail.

The book concludes with a section titled Portfolio's which features packaging design from 11 companies, some high profile design agencies but also some in-house designers. Each Portfolio introduces the agency or designer then describes the chosen packaging and investigates how the design works within the market it is intended for.

Although not the most thought provoking or visually interesting book it does offer practical advice about packaging design and includes some good examples.

An example of page layout



I quite like this bread packaging, by using photographs the packaging of a simple product becomes a character and creates an atmosphere, creating and emotional connection with the consumer.



This packaging design for an aftershave is a good example of designing for a market, the designer has combines a game into the packaging which not only adds a sense of play but immediatly makes the consumer assume that the product is a fun gadget aimed at men.